13 Past tense is also usually avoided. The reason is the products are in the
present and presently available. For example, With a first-class engine in the world, it Justifies for you
motorcycle. There is no finite verbs occur in the all advertisements. For example, Limited edition watch. All advertisements use the
imperative constructions, such as Ask for more Pepsi. The use of verb forms implies a universal timeless, such as Never a dull moment with STAR star beer.
Sometimes past tenses are used in the advertisements. It stresses the long traditions associated with products or emphasizes reliability, such as No
limitations attached . Therefore, there is the rule in writing advertisements.
3. Structure of Advertisements
Advertisement and advertising comes from Latin word, “advertere” means
“turn towards” Goddard, 2002: 9. Generally, advertisement is a commercial communication to promote an organization and its products to the public, such as
advertisement in television, radio, newspaper, magazine, etc. Based on the definition of advertisement above, the major aim of
advertisement is to promote an organization andor its products. Thus, the company has to pay attention to the language used in written persuasion
. “Written persuasion, whatever its appeal, depends upon three inseparable elements: fact,
form, and tone the equivalents of material, design, and style in a manufactured produc
t” Irmscher Hageman, 1963: 65. It means that the company obliges to combine the rational and emotional to convince the customers.
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14 Since the advertising language is used to promote an advertised product, it
must be attractive. The company should also pay attention to other factors. They are the audiencereaders, the format, the effect, etc.
According to Widyatama 2005: 17, there are six principles in advertisement. They are:
a. Message
Advertisement has a message to convey. There are two forms of message, verbal and non verbal. Verbal message is a message conveyed in spoken or
written. Spoken verbal message can be conveyed through audio and audio visual while written message can be conveyed in printed media and audio visual. Non
verbal message is in the form of pictures or signs. b.
Non personal Based on the definitions of advertisement, advertisement is conveying
message nonpersonally. This message is not conveyed directly, but this message is conveyed through advertising media, such as radio, television, film, poster,
banner, leaflet, internet, and billboard. c.
Communicants A communicator makes advertisement because a communicator wants to
convey the message to certain communicants. A communicator has to pay attention to the communicants‟ need, interest, willing, characteristic, etc.
Therefore, a communicator needs strategy to convey the message in order to succeed.
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15 d.
Payment A communicator has to pay to convey the message of advertisement. The
form of payment is not only money but also time, space, and opportunity. For example, a communicator wants to hold a seminar, but a communicator does not
have enough money. A communicator will advertise in radio. A communicator can give the opportunity to the manager of the radio to attach the radi
o‟s logogram in the backdrop.
e. Effect
Every advertisement has a certain aim or a certain effect. It can be getting the money or building the good image. Considering the effect, a communicator
should make an affective message. An effective message is a message which is able to describe what the communicator needs exactly and the communicants have
the same interpretation with the communicator. The effective message is expected to give a certain effect to communicants.
4. The Format of Advertisement
